'The Champagne of Beers' Does Not Leave a Good Taste for French Producers
2023-04-26
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1European protectors of Champagne will not let just anyone use the name of the drink.
2That includes a large U.S. beer company.
3Champagne is an alcoholic drink that is produced in France.
4It is made in an area about 140 kilometers east of Paris.
5For years, the American beer Miller High Life has used "Champagne of Beers" as its slogan.
6A slogan is a short phrase used for advertising products.
7But last week, customs agents in Belgium destroyed more than 2,000 cans of Miller High Life because the word "Champagne" appeared on the cans.
8They did so at the request of the trade body defending the interests of the French makers of Champagne.
9The Comité Champagne made the request because they say the American beer company's use of the word goes against the protected status of products from the Champagne area of France.
10A spokesperson at the Belgian Customs administration said last Friday the shipment was taken by officials in the Belgian port of Antwerp in early February.
11The beer was being shipped to Germany.
12Molson Coors Beverage Company owns Miller High Life.
13But it does not currently export the beer to the European Union.
14Belgian customs did not say who ordered the beers.
15The buyer in Germany "was informed and did not contest the decision," the trade organization said in a statement.
16Frederick Miller was a German immigrant to the United States.
17He founded the Miller Brewing Company in the 1850s.
18Miller High life is its oldest product. It was launched as its main drink in 1903.
19The product's website says the company started to use the "Champagne of Bottle Beers" slogan three years later.
20It was shortened to "The Champagne of Beers" in 1969.
21"With its elegant, clear-glass bottle and crisp taste, Miller High Life has proudly worn the nickname 'The Champagne of Beers' for almost 120 years," Molson Coors Beverage Company said in a statement to The Associated Press.
22No matter how popular the nickname is in the United States, it does not follow European Union rules.
23Those rules state that goods that go against the protection of products from a protected area can be treated as counterfeit.
24The European Union has a system of protected areas created to guarantee the true source and quality of some foods and drinks.
25A 2020 study by the E.U.'s executive arm found the market is worth nearly $87 billion each year.
26Molson Coors Beverage Company said it "respects local restrictions" around the word Champagne.
27The company says it remains pleased with Miller High Life and its longtime slogan.
28Company leaders added they invite their friends in Europe to the United States any time to try the beer together.
29Belgian customs said the destruction of the cans was paid for by the Comité Champagne.
30They released a joint statement that said it was carried out with "respect for environment concerns."
31They said the contents and container were destroyed in an environmentally responsible way.
32I'm Gregory Stachel.
1European protectors of Champagne will not let just anyone use the name of the drink. That includes a large U.S. beer company. 2Champagne is an alcoholic drink that is produced in France. It is made in an area about 140 kilometers east of Paris. 3For years, the American beer Miller High Life has used "Champagne of Beers" as its slogan. A slogan is a short phrase used for advertising products. 4But last week, customs agents in Belgium destroyed more than 2,000 cans of Miller High Life because the word "Champagne" appeared on the cans. They did so at the request of the trade body defending the interests of the French makers of Champagne. 5The Comité Champagne made the request because they say the American beer company's use of the word goes against the protected status of products from the Champagne area of France. 6A spokesperson at the Belgian Customs administration said last Friday the shipment was taken by officials in the Belgian port of Antwerp in early February. The beer was being shipped to Germany. 7Molson Coors Beverage Company owns Miller High Life. But it does not currently export the beer to the European Union. Belgian customs did not say who ordered the beers. 8The buyer in Germany "was informed and did not contest the decision," the trade organization said in a statement. 9Frederick Miller was a German immigrant to the United States. He founded the Miller Brewing Company in the 1850s. Miller High life is its oldest product. It was launched as its main drink in 1903. 10The product's website says the company started to use the "Champagne of Bottle Beers" slogan three years later. It was shortened to "The Champagne of Beers" in 1969. 11"With its elegant, clear-glass bottle and crisp taste, Miller High Life has proudly worn the nickname 'The Champagne of Beers' for almost 120 years," Molson Coors Beverage Company said in a statement to The Associated Press. 12No matter how popular the nickname is in the United States, it does not follow European Union rules. Those rules state that goods that go against the protection of products from a protected area can be treated as counterfeit. 13The European Union has a system of protected areas created to guarantee the true source and quality of some foods and drinks. A 2020 study by the E.U.'s executive arm found the market is worth nearly $87 billion each year. 14Molson Coors Beverage Company said it "respects local restrictions" around the word Champagne. 15The company says it remains pleased with Miller High Life and its longtime slogan. Company leaders added they invite their friends in Europe to the United States any time to try the beer together. 16Belgian customs said the destruction of the cans was paid for by the Comité Champagne. They released a joint statement that said it was carried out with "respect for environment concerns." They said the contents and container were destroyed in an environmentally responsible way. 17I'm Gregory Stachel. 18Samuel Petrequin reported this story for The Associated Press. Gregory Stachel adapted it for VOA Learning English. 19___________________________________________________________________ 20Words in This Story 21contest - v. to say that you do not agree with or accept (something) 22elegant - adj. graceful and attractive 23crisp - adj. pleasantly cool, fresh, and dry 24counterfeit - n. something that is made to look like an exact copy of something else in order to trick people 25designation - n. the act of officially choosing someone or something to do or be something 26determination - n. a quality that makes you continue trying to do or achieve something that is difficult 27___________________________________________________________________ 28What do you think of this story? 29We want to hear from you. We have a new comment system. Here is how it works: 30Each time you return to comment on the Learning English site, you can use your account and see your comments and replies to them. Our comment policy is here.